Business of the Month: Luxury Scotland
Sometimes you need to give yourself a little pampering and looking after. Where better to do it than at a Luxury Scotland hotel on the North Coast 500? We spoke with Jeremy from Luxury Scotland to give us a little more insight into how the NC500 has helped their hotels along the route.
1. Hi Jeremy! To start off with, tell us a little about yourself and how you got involved with Luxury Scotland.
When I left school I trained as a hotel manager for ten years in UK and Europe with British Transport Hotels, affectionately known as the Railway Hotels. Over the years I have been involved in running many different types of hotels, from small Scottish castles to very large hotel operations deep in the Saudi Arabian desert where his team produced 35,000 meals a day, 365 days a year. I have lots of experience in tourism marketing and hotel consultancy.
Currently my role is Chief Executive of Connoisseurs Scotland, a company formed 25 years ago which assists with the overseas marketing of 32 of the finest hotels in Scotland. I joined the company when they were looking for someone with hotel marketing experience to take on the job. As I had been involved in managing three of the properties in the past and knew all of the proprietors it was a perfect fit. I promote these hotels, mainly in America, Germany, Spain and France working closely with the press and travel trade using a variety of activities to encourage people to think of Scotland as a world class holiday destination.
I have now completed 24 years of running this organization and I think I have the very best job in Scotland. I get to travel frequently and my favourite method of travel is by road in Scotland, especially on the west coast where I meet more sheep than he does people and enjoy some of the finest, breath-taking scenery and the freshest of local food in the world.
I am happily married, a Lay Leader in the church and I can often be found walking the beach in North Queensferry with my Serbian dog Chico. I’m 72 but nobody believes me!
2. So what does Luxury Scotland represent?
We represent 32 luxury hotels and associated businesses in Scotland.
3. What makes a Luxury Scotland getaway all the more special?
Our hotels are really the finest in the country and the people who run them will be able to open doors that to others remain closed. If you are looking for something very romantic, very private, but above all very luxurious, we are the people to talk to. Within our little group we have 6 Michelin Stars and the only restaurant in Scotland which has two Michelin stars- Andrew Fairlie at Gleneagles.
4. How do you think has the NC500 impacted the North Highland area?
Enormously. It has increased mid week business for the hotels and introduced huge numbers of people to Scotland. All of Scotland benefits, because people have to get to Inverness to start with. The last time I was in Dumfries and Galloway I spoke to a hotel owner there who said that he had had 6 Aston Martins at his hotel the previous night, on their way to NC500.
5. What is the biggest change you have witnessed since the launch of the NC500?
More cars on the road, but above all a much greater awareness in the general public both here and abroad of that beautiful part of Scotland.
6. Are you aware of how it has impacted the community and other local businesses close by?
Of course, the hotels, the bed and breakfast, the shop owners and the petrol stations. Everyone has benefitted. The last time I was at Dunnet Bay Distillers, with whom we work very closely, I was hearing how their sales of gin had increased, purely because of NC500..
7. How is the NC500 Business Partnership helping your business?
It helps our business because it not only brings people to our hotels and restaurants but it increases the profile of Scotland.
8. Do you have any tips for other businesses on the route on how to best utilise the NC500?
It does not matter whether you are a 5 * hotel, a shop or a filling station, just be the very best in the area and you will find that people will beat a path to your door. Luxury Scotland have introduced our own NC500 tour which you can do in the car of your choice- a Lamborghini, a Ferrari, a Porsche or whatever you want to drive and it has been very successful- we have sold eight packages so far at £5,000 each
9. What do you hope for the future of the North Coast 500?
I would like the people to take a little longer to drive round the NC500 so that they can stay in the hotels for more than just one night and really enjoy and explore the spectacular countryside.
10. And finally…do you have a hidden Highland gem you can share with us?
Handa Island, the bird reserve just north of Loch Inver. I love it, with all the birds swooping over your head and the views out to sea, and when you have had enough you can have a really good seafood lunch on the quay.
